2020/2021 Winners & Shortlists

SELF-TIMING SOAP

Bronze Lynx

Case Film

Presentation Image

BrandDELIVEROO
Product/ServiceDELIVEROO
Entrant‿ AND US Dubai, UNITED ARAB EMIRATES
CategoryBrand-led Education & Awareness
Idea Creation ‿ AND US Dubai, UNITED ARAB EMIRATES
Media Placement ‿ AND US Dubai, UNITED ARAB EMIRATES
PR ‿ AND US Dubai, UNITED ARAB EMIRATES
Production ‿ AND US Dubai, UNITED ARAB EMIRATES

Why is this work relevant for Brand Experience & Activation?

Properly washing your hands with soap and water for 30 seconds has been scientifically proved to remove germs and drastically inhibit Covid-19 transmission. Soap and water can save lives. But 96% of people was their hands an average of seven seconds or less. This campaign endeavored to educate people on how long they should wash their hands for maximum efficiency, helping those individuals to protect not only themselves, but those around them.

Background

During the ongoing Covid-19 epidemic, brick and mortar stores were being shuttered as hundreds of millions of people spent their time self-isolating at home. Lush is a luxury soap brand that relies on these stores to stock and sell their products. While Lush has an online store, soap is an inherently tactile consumer good that relies heavily on users to be able to see or smell the product before purchase. Our brief was to maintain brand visibility and build affinity for the Lush brand during the lockdown period.

Describe the creative idea (20% of vote)

To date, the ongoing Covid-19 epidemic has claimed over two million lives and caused incalculable economic devastation. Research shows that much of the transmission of the virus is due to improper hand hygiene - by simply washing one's hands vigorously for 30 seconds one can completely remove all germs and curb the rates of infection. But 97% of people wash their hands for 7 seconds or less. Our idea was to create a bespoke soap that is specifically designed to completely dissolve after 30 seconds of vigorous washing. Once the soap is dissolved you can be sure that you've washed your hands for a sufficient amount of time.

Describe the strategy (20% of vote)

Our brief was to put our product in the hands of people who were self-isolating at home. To achieve this, we partnered up with the largest private delivery fleet in the UAE and had them include samples of our 30 Second Soap with all their food deliveries across the Emirate. From their perspective as a food delivery company they also wanted to be associated with cleanliness and hygiene, so both companies' business interests were served simultaneously.

Describe the execution (30% of vote)

We produced thousands of 30-Second Soaps that were made from 100% recycled packaging and biodegradable, soy based inks. These soaps were then distributed for free by the largest fleet in the UAE - Deliveroo delivery drivers, as well as being distributed worldwide (on request) from mena.lush.com. In this way, we put Lush soap in the hands of thousands of consumers across the the UAE, and even more across the world.

List the results (30% of vote)

8,700 soaps were ordered, with 1,600 individual soaps delivered per day during the campaign window. Traffic to the Lush website experienced a significant spike with 3,670,00 unique visitors from all over the world during July 2020. And 30-second soap became the number one googled soap in the UAE. Most importantly, thousands of people across the world were not only exposed to the Lush brand ethos, but were educated as to proper hand-washing timings

Credits

Name Company Role
And Us ‿ and us Creative
George Schempers Deliveroo Marketing
Miche Whitehouse LUSH Marketing